Q. What was your background before joining Dig Insights?
I strive to uncover details to give meaning to the unspoken. I have always been interested in consumer culture and in understanding what consumers do, why consumers do it and what they will do in the future.
Prior to Dig Insights, I worked in project management at a data collection agency and then moved on to lead research projects from beginning to end at both a large market research firm and a boutique research firm in Toronto. I also had a short stint working in the film industry in the middle of my research career. I have a BA in Communications and Anthropology and a MA in Communication and Culture, both from York University.
Q. How do you think market research will change in the next 3 years?
I think there will be more integration of qualitative research in the quantitative space. They’re usually regarded as two distinct methodologies, but with the rapid development of AI, I think the possibilities to integrate the two would be plausible.
Q. If you were not in market research, what work would you want to do?
I would travel to Vietnam and be a documentary filmmaker so that I can capture my parents’ story.